The Influence Of Trust In Food Manufacturers As A Mediation To Perceptions Of Food Safety (Survey On The Tradisional Products In Yogyakarta)

Abstract

Abstract. Perception of food safety is related to the raw materials used. Food safety is widely questioned regarding to social resposibility. This research aims: 1. To analyze trust in government that directly affects perception of food safety, 2. To analyze price perception that directly affects perception of food safety, 3. To analyze the Trust in goverment influence on perception of food safety mediated by trust in food manufacturers. 4. Price perception influence on perception of food safety mediated by trust in food manufacturers. Subjects in this research are the consumers of three products in Yogyakarta. The sample of this research is 75 respondents anlaysed by using Structural Equational Model (SEM) with PLS Program. The results of this research successfully prove that; 1. The trust in goverment directly affects perception of food safety, 2. Price perception directly affects perception of food safety, 3 Trust in goverment influence on perception of food safety was mediated by trust in food manufacturers. 4. Price perception influence on perception of food safety was mediated by trust in food manufacturers. The findings of this study may contribute to consumer behavior models, the food manufactures, the goverment and Tripple duties of Higher Education.